Auto · Metro area · Connecticut
Insurance agencies in the Norwich-New London-Willimantic, CT metro area
Competitor counts, household spending and official business counts for insurance agencies in the Norwich-New London-Willimantic, CT metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 69 out of 100: Upper middle
Ranked #81 of 387 scored metro areas
#1 of 5 scored metro areas based in Connecticut
- Listings
- 91
- 15 chain locations (16%)
- Official establishments
- 58
- Businesses with payroll, 2023
- Household spending a year
- $184.3M
- On vehicle insurance · $1,592 a household
- Spending per listing
- $2M
- 61% above the U.S.
- Listings per 10k households
- 7.9
- 49% below the U.S.
- Population, 2025
- 284,015
- +2.0% since 2020
See the insurance agencies around any address in the Norwich-New London-Willimantic metro area
The site report maps the insurance agencies on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Norwich-New London-Willimantic metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Household spending on vehicle insurance in the Norwich-New London-Willimantic metro area comes to about $184.3M a year: $1,592 per household, 19% below the U.S. average. That works out to $2M per agency, 61% above the U.S. figure of $1.3M.
There are 91 insurance agencies on map listings in the Norwich-New London-Willimantic metro area as of September 2026. Chain locations make up 16% of them, against 21% across the U.S. That comes to 7.9 for every 10,000 households, 49% below the U.S. rate of 15.6.
In 2023, official counts showed 58 businesses with payroll in the Norwich-New London-Willimantic metro area classed as insurance agencies and brokerages. That is one for every 1,996 households, against one for every 966 across the U.S.
Population estimates put the population change in the Norwich-New London-Willimantic metro area from 2020 to 2025 at +2.0%, slower than the U.S. (+3.1%). For insurance agencies, the Norwich-New London-Willimantic metro area has a Groundwork market score of 69 (upper middle): #81 of 387 scored metro areas and #1 of 5 scored metro areas based in Connecticut. That puts it in the top quarter of metro areas.
How the Norwich-New London-Willimantic metro area compares
The same measures for Connecticut and the whole U.S. Spending per listing divides a year of household spending on all vehicle insurance by the insurance agencies counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Norwich-New London-Willimantic metro area | Connecticut | U.S. |
|---|---|---|---|
| Listings per 10k households | 7.9 | 12.8 | 15.6 |
| Spending per listing | $2M | $1.2M | $1.3M |
| Households per official establishment | 1,996 | 1,167 | 966 |
| Official establishment growth, 2019–2023 | n/a | −5.9% | −1.0% |
| Population growth, 2020–2025 | +2.0% | +3.0% | +3.1% |
| Spending per household on vehicle insurance | $1,592 | $1,571 | $1,957 |
| Median household income | $86,586 | $95,781 | $80,734 |
| Groundwork market score | 69 | 49 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 58
- Employees, 2023
- 235
- Annual payroll, 2023
- $19.9M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 9115 chain locations
- Listings at the U.S. rate for this spending
- 147The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as insurance agencies and brokerages in the Norwich-New London-Willimantic metro area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Norwich-New London-Willimantic metro area
- Population, 2025 estimate
- 284,015+2.0% since 2020
- Households
- 115,768
- Median age
- 42.3
- Homes lived in by their owners
- 65%
- Vehicles per household
- 1.8
- Land area
- 598 sq. mi.
- People per square mile
- 468
- Median household income
- $86,586
- Average household income
- $111,769
- Median home value
- $323,400
- Jobs located here
- 118,380
- Daytime population
- 270,328Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Norwich-New London-Willimantic metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the insurance agencies on map listings by name and distance.
Or open the report at the center of the Norwich-New London-Willimantic metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardInsurance agencies across Connecticut
Every Connecticut market ranked →The highest-scoring metro areas in Connecticut for insurance agencies, numbered among those based in Connecticut, with the Norwich-New London-Willimantic metro area marked.
Top metro areas in Connecticut
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Norwich-New London-Willimantic, CT | 69 | 91 | 7.9 | $2M | +2.0% | #81 of 387 |
| 2Waterbury-Shelton, CT | 63 | 176 | 9.8 | $1.6M | +3.2% | #115 of 387 |
| 3New Haven, CT | 39 | 290 | 12.6 | $1.2M | +2.5% | #253 of 387 |
| 4Bridgeport-Stamford-Danbury, CT | 39 | 505 | 14.2 | $1.1M | +3.7% | #254 of 387 |
| 5Hartford-West Hartford-East Hartford, CT | 33 | 712 | 15.3 | $1M | +3.0% | #294 of 387 |
Other business types in the Norwich-New London-Willimantic metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many insurance agencies are in the Norwich-New London-Willimantic, CT metro area?
As of September 2026, map listings count 91 insurance agencies in the Norwich-New London-Willimantic metro area. 15 of them (16%) are chain locations. The listings count insurance agencies. Official counts show 58 businesses with payroll classed as insurance agencies and brokerages in 2023.
How much do households in the Norwich-New London-Willimantic, CT metro area spend on vehicle insurance?
About $184.3M a year, or $1,592 per household. That is 19% below the U.S. average (an index of 81, where 100 is the U.S. average). Spread across the 91 insurance agencies on map listings, it comes to $2M per agency. It is estimated from the incomes of the 115,768 households in the Norwich-New London-Willimantic metro area and national spending patterns by income.
How does the Norwich-New London-Willimantic, CT metro area compare with the U.S. for insurance agencies?
The Norwich-New London-Willimantic metro area has 7.9 insurance agencies per 10,000 households, 49% below the U.S. rate of 15.6. Spending per agency is $2M, 61% above the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Norwich-New London-Willimantic metro area would have about 147, against 91 on map listings. There is one business with payroll in the industry for every 1,996 households, against one for every 966 across the U.S.
How fast is the Norwich-New London-Willimantic, CT metro area growing?
Population estimates put the Norwich-New London-Willimantic metro area at 284,015 people in 2025, up 2.0% since 2020, slower than the U.S. (+3.1%). It has 115,768 households. Median household income in the Norwich-New London-Willimantic metro area is $86,586, 7% above the U.S. median of $80,734.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Norwich-New London-Willimantic metro area scores 69 for insurance agencies (upper middle), #81 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Norwich-New London-Willimantic metro area. It maps the insurance agencies on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for insurance agencies · All 56 business types in the Norwich-New London-Willimantic metro area
Screening a site or an acquisition in the Norwich-New London-Willimantic metro area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Norwich-New London-Willimantic metro area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.